How to Market New Technology

March 22, 2008

Often when someone brings new technology to market, they try to sell the technology. This is often the wrong thing to do. See the presentation embedded below for details (if you subscribe to email updates, you need to view the post in a browser to see the presentation).

So what does this mean for native XML database technology? Well, first of all, it is not database administrators who will drive the adoption of native XML databases. And it is not application developers and application architects who will drive the adoption of native XML databases. It is Line Of Business (LOB) executives who can leverage this technology for competitive advantage who will drive its adoption. In a few days, I will describe how to determine the LOB solutions that native XML databases need to initially target.